The analog charm and digital promise – there’s room for all
As a lifelong car enthusiast, I’ve witnessed firsthand how our relationship with cars is in constant evolution. In my early years, conversations revolved around horsepower, engine displacement, and the craftsmanship that defined the car’s pedigree. The pride of ownership came from mechanical excellence and the unique character of each vehicle.
Cost, efficiency, and reliability have always been central to consumer decisions - these fundamentals remain consistent across generations. Today, however, we also see a renewed appreciation for classic craftsmanship, whether it’s a vintage timepiece or a timeless Aston Martin. For many, these objects are not just nostalgic; they represent aspiration, individuality, and a connection to the past.
At the same time, expectations for safety and digitalisation have risen sharply too. Features powered by advanced software like say, the adaptive cruise control and lane departure warning, these are all now seen as essential. This reflects a broader societal shift. We expect our vehicles not only take us from point A to point B, but to protect us, adapt to our needs, and more importantly, to contribute to a more sustainable future.
The pendulum of consumer preference swings between the analog and the digital, the nostalgic and the innovative. And the good news is that there is room for all.
As someone who straddles both worlds – the analog charm and digital promise of modern mobility, I see this evolution as natural and welcome. Transitions like these are never easy, especially for those who grew up idolising the growl of a finely tuned engine. But the broadening of consumer values is a testament to our adaptability and vision. We’re moving toward a future where mobility is smarter, safer, more sustainable and more inclusive of every kind of automotive passion.
This diversity is not a challenge, but a great opportunity to explore the various options. It’s time to embrace technology neutrality: supporting a range of sustainable solutions, from clean fuels to electrification, without prescribing a single pathway forward.
As we navigate this exciting period of transformation, I'm curious and excited in equal measure about what lies ahead. It's not just about changing how we drive; it's about changing how we live and move. That's a journey we can take together.